5 Emerging Tequila and Mezcal Brands

Tequila is on fire.

The category grew 6.1% in the U.S. in 2017 for a total of 17.3 million 9-liter cases, according to the Beverage Information and Insights Group. As recently as 2012 tequila was just 12.9 million cases. Growth has propelled numerous brands, including these four tequilas and one mezcal.

“Exotico sits in the mid-price tier of 100% agave, which is experiencing double-digit growth,” explains Brand Manager Katie Schuette. “It is an affordable brand within that category, with vibrant packaging that consumers are drawn to on shelf. Exotico sees growth both off and on premise.”

In most markets, Exotico is slightly more affordable than the category leader within the price segment, she adds.

Programming remains focused in key markets like Texas, Colorado, Arizona and California. The brand has also activated at taco festivals countrywide, and will continue retail support for Cinco de Mayo and Day of the Dead.

Roca Patron launched in 2014 as Patron Spirits’ first line produced entirely through the tahona process. These expressions are also bottled at a higher proof. Roca Patron reached 50,000 cases in 2017, winning a Rising Star Growth Brands Award.

“We made the decision to launch while looking at the evolving consumer palate,” explains Lee Applbaum, Patron Spirits CMO. “People can now better appreciate an agave spirit’s vegetal flavors, and that this is a tahona-only product.”

But don’t expect a TV spot. The nuances of a two-ton, volcanic-rock tahona wheel are a bit much for 30 seconds or less. Instead, marketing will focus on print, digital, events and brand activations.

“Our ambition is to have hundreds of thousands of cases of Roca Patron moved each year,” Applbaum says. “We believe there is a consumer need on the global level for a tahona-only tequila.”

“More and more people appreciate quality tequila and understand the benefits of using 100% Blue Weber Agave,” he adds, “as well as certified organic ingredients to enhance the flavor profile and overall experience of the tequila.”

Casa Noble tapped into the ultra-luxury trend in 2016 with its Selección del Fundador series. This includes Alta Belleza, retailing for $1,200, and Selección del Fundador Volume II, SRP around $1,499. Only 300 bottles of the 20-year-old spirit were released.

The line re-launched in 2017 by placing its Platinum and Reposado variants in the super-premium tier, while focusing marketing efforts in NY, DC, LA, Chicago, Houston and Miami. After all, the brand’s demo is “urban, multicultural millennials,” explains Conley Fitzpatrick, DeLeón brand manager.

Promotions included Deleon 100, which identified up-and-coming artists, musicians and stylists, promoted through a partnership with Billboard Magazine. “We remain focused on working with local influencers and taste-makers,” Fitzpatrick says.

Another focus is the holiday season. “Deleon is a natural fit for gifting with a beautiful, bespoke bottle that can be engraved,” says Fitzpatrick.

“Although considered a small category, it is growing fast in popularity,” Marin says. “The volume of total mezcal imported in the U.S. is a bit under 400,000 cases a year. Shipments have roughly quadrupled over the last half-decade as it continues to expand.”

Digital Publications

Privacy Preference Center

Consent Management

EPG Media LLC wants you to have a positive experience in connection with our products and services. We want you to know that we respect the privacy and security of our users. Our goal is to provide you with an experience that delivers the information, resources and services that are helpful to you. In order to achieve this goal, we may collect information from you. We discuss our information collection practices below. This Privacy Policy sets forth the privacy principles we follow, in accordance with our operations.

This Privacy Policy sets forth the privacy practices with respect to your information when you use our software, mobile applications and services (“Services”) . If you do not agree to these terms, do not use the services.

This privacy policy (this “Policy”) describes the personal information we may collect from you, the purposes for which we collect it, how we use it and when we may share it with third parties. This Policy also describes the choices you can make about how we collect, use and disclose your information when you provide it to us on any EPG Media & Specialty Information properties will not collect, use or disclose your personal information other than in compliance with this Policy.

By using the any of our websites and/or making online requests of products, you agree to the terms and conditions of EPG’s Policy. If our Policy changes in the future, we will notify our customers and website users of any such changes by posting an updated policy on our website.

Following the posting of such non-material changes, your continued use of any EPG’s websites will constitute your acceptance of these changes and you will be bound by such changes. If you do not continue to use the EPG’ websites following a change to our Policy but take no other action with respect to your personal information, our use of that information will remain subject to our Policy as it was in effect prior to the change. You are responsible for regularly reviewing this Policy and any changes thereto.

We may offer you the ability to connect with our websites or use our applications, services, and tools using a mobile device, either through a mobile application or via a mobile optimized website. The provisions of this Policy apply to all such mobile access and use of mobile devices. This Policy will be referenced by all such mobile applications or mobile optimized websites.